Shifting Demand Into November And December

When you drill down into the numbers, you uncover two really uncomfortable findings.

First, November-January buyers are much less likely to pay full price than February-October buyers.

Second, November-January buyers are much more seasonally oriented than February-October buyers, who happily buy during all calendar months.

Over the past five years, businesses ramped-up the November and December machine (Cyber Monday!), and greatly increased the presence of January as a clearance / liquidation month. Customers responded, in earnest.

Then we wonder why customers won't purchase during the rest of the year, when we try to push full price, non-seasonal merchandise?

Use your diagnostic framework to identify if this is happening in your business. Run the queries! Contact me if you can't get the work done (kevinh@minethatdata.com).

Hire Kevin - Costs & File Layouts

Subscribe Via E-Mail (I publish 5 Days A Week)

Subscribe To MineThatData Updates

Kevin Hillstrom, President, MineThatData

Kevin is President of MineThatData, a consultancy that helps CEOs understand the complex relationship between Customers, Advertising, Products, Brands, and Channels. Kevin supports a diverse set of clients, including internet startups, thirty million dollar catalog merchants, international brands, and billion dollar multichannel retailers. Kevin is frequently quoted in the mainstream media, including the New York Times, Boston Globe, and Forbes Magazine.

Prior to founding MineThatData, Kevin held various roles at leading multichannel brands, including Vice President of Database Marketing at Nordstrom, Director of Circulation at Eddie Bauer, and Manager of Analytical Services at Lands' End.

You may contact kevin at kevinh@minethatdata.com.

How Is Your Information Used?

When you subscribe to this blog, your information and email address will never be bought/sold. Ever. You are simply subscribing to the newsletter. You are welcome to unsubscribe at any time, no worries.

Cookies are used to measure website usage via Google Analytics and StatCounter.

StatCounter

FAQ For Vendors / Content Providers

1 - I do not accept advertising on this blog.

2 - I do not accept unsolicited content, including interviews, press releases, podcasts, discussions, posts, or other associated content promoting your products, services, or events. This blog is designed to promote my products, services, and content.

3 - As a continuation of (2), I do not accept guest blog posts, regardless of your situation. And I will not link to your blog post or white paper.

4 - I do not exchange links. In fact, I no longer publish reciprocal links to other websites.